Analysis of Xiaomi Auto's Marketing Strategy

Research Article
Open access

Analysis of Xiaomi Auto's Marketing Strategy

Tongyue Mao 1*
  • 1 Brunel College London, North China University of Technology, Beijing, China    
  • *corresponding author 2281376@brunel.ac.uk
AEMPS Vol.186
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-153-2
ISBN (Online): 978-1-80590-154-9

Abstract

This study analyzed Xiaomi's innovative marketing strategy for entering the fiercely competitive electric vehicle market in China as a cross-border enterprise. This study focuses on Xiaomi's unique "hardware + software + ecosystem" approach, exploring how the company can leverage its existing brand user loyalty, CEO personal IP marketing, and intelligent ecosystem synergy advantages to achieve differentiated competition among traditional car companies and industry leaders such as Tesla. Research has found that Xiaomi has achieved significant results through high cost-effective pricing strategies, user centered experiential marketing, and seamless connectivity of smart devices. However, it also faces key challenges such as insufficient production capacity, safety concerns caused by the SU7 fire incident in April 2025, and a lack of large-scale testing of its intelligent driving system in real road conditions. Research shows that Xiaomi's original Internet marketing model provides valuable experience for cross-border enterprises, but its long-term competitiveness depends on solving quality control and expanding production capacity. These findings contribute to understanding the new trends in the marketing of new energy vehicles, where ecosystem integration and user experience are becoming decisive competitive factors.

Keywords:

Electric Vehicle Marketing, Ecosystem Strategy, User-Centric Innovation, Pricing Competitiveness, Intelligent driving system

Mao,T. (2025). Analysis of Xiaomi Auto's Marketing Strategy. Advances in Economics, Management and Political Sciences,186,76-82.
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References

[1]. Li, J., Wang, K., & Zhang, T. (2021). Digital marketing and brand loyalty in the EV industry: Lessons from Tesla and NIO. Electric Vehicle Review, 8(2), 112-130.

[2]. Zhang, H., & Wang, Q. (2020). Cross-industry expansion in the EV market: Comparing traditional and tech-driven automakers. Strategic Management Journal, 25(6), 134-150.

[3]. Chen, X., Li, Y., & Zhang, R. (2022). Leveraging the fan economy: Xiaomi’s social media strategy and its implications for Xiaomi Auto. Journal of Digital Marketing, 15(3), 45-62.

[4]. Wu, B., Chen, L., & Xu, D. (2019). Consumer preferences in the EV market: A regression analysis of Chinese buyers. Journal of Clean Energy Transportation, 6(4), 210-225.

[5]. Park, S., & Kim, J. (2023). Tesla in China: Localization Challenges and Strategic Partnerships. Asia-Pacific Business Review, 27(3), 155-172.

[6]. Liu, M., Zhao, Y., & Huang, W. (2021). Public perception of tech firms entering the auto industry: A sentiment analysis of Xiaomi Auto. Consumer Behavior Journal, 19(1), 33-50.

[7]. Zhao, L. (2022). The role of offline experience centers in EV marketing: Insights from NIO, XPeng, and Li Auto. Automotive Retail & Distribution, 18(3), 55-73.

[8]. Gao, L., & Sun, H. (2020). Huawei’s HI strategy: A B2B approach to the EV market. International Journal of Automotive Technology, 12(4), 78-94.

[9]. Yang, R., Feng, S., & Zhou, P. (2023). Mystery Marketing in EV Launches: Experimental Evidence from Xiaomi Auto. Marketing Science, 41(5), 67-84.

[10]. Tanaka, H. (2021). EV subsidies and pricing strategies: A comparative study of China and the U.S. Global Automotive Policy, 14(2), 88-105.

Cite this article

Mao,T. (2025). Analysis of Xiaomi Auto's Marketing Strategy. Advances in Economics, Management and Political Sciences,186,76-82.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of ICMRED 2025 Symposium: Effective Communication as a Powerful Management Tool

ISBN：978-1-80590-153-2(Print) / 978-1-80590-154-9(Online)
Editor：Lukáš Vartiak
Conference website: https://2025.icmred.org/Bratislava.html
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.186
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Li, J., Wang, K., & Zhang, T. (2021). Digital marketing and brand loyalty in the EV industry: Lessons from Tesla and NIO. Electric Vehicle Review, 8(2), 112-130.

[2]. Zhang, H., & Wang, Q. (2020). Cross-industry expansion in the EV market: Comparing traditional and tech-driven automakers. Strategic Management Journal, 25(6), 134-150.

[3]. Chen, X., Li, Y., & Zhang, R. (2022). Leveraging the fan economy: Xiaomi’s social media strategy and its implications for Xiaomi Auto. Journal of Digital Marketing, 15(3), 45-62.

[4]. Wu, B., Chen, L., & Xu, D. (2019). Consumer preferences in the EV market: A regression analysis of Chinese buyers. Journal of Clean Energy Transportation, 6(4), 210-225.

[5]. Park, S., & Kim, J. (2023). Tesla in China: Localization Challenges and Strategic Partnerships. Asia-Pacific Business Review, 27(3), 155-172.

[6]. Liu, M., Zhao, Y., & Huang, W. (2021). Public perception of tech firms entering the auto industry: A sentiment analysis of Xiaomi Auto. Consumer Behavior Journal, 19(1), 33-50.

[7]. Zhao, L. (2022). The role of offline experience centers in EV marketing: Insights from NIO, XPeng, and Li Auto. Automotive Retail & Distribution, 18(3), 55-73.

[8]. Gao, L., & Sun, H. (2020). Huawei’s HI strategy: A B2B approach to the EV market. International Journal of Automotive Technology, 12(4), 78-94.

[9]. Yang, R., Feng, S., & Zhou, P. (2023). Mystery Marketing in EV Launches: Experimental Evidence from Xiaomi Auto. Marketing Science, 41(5), 67-84.

[10]. Tanaka, H. (2021). EV subsidies and pricing strategies: A comparative study of China and the U.S. Global Automotive Policy, 14(2), 88-105.

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